ANNUAL EDUCATIONAL CONFERENCE DiRo-NA'S

INSIDE: DiRo - NA’s Panel at the NRA Show 

SUMMER 2006 

Distinguished Restaurants 

of North America 

DISTINGUISHED 

DINING 

DiRo - NA’S 

ANNUAL EDUCATIONAL CONFERENCE 

SCHEDULE OF EVENTS 

To Register: www.dirona.org 

Food trends, restaurant roundtables and 

Southern cuisine are just a few of the hot 

topics that will be covered at this year’s Annual 

Conference. Join hundreds of fine dining restauranteurs 

from across the continent, joining 

together in Atlanta, October 22-24 at the Ritz 

Carlton Buckhead for the fine dining event of the 

season. We look forward to seeing you in Atlanta! For 

more information, please visit www.dirona.org. 

This year’s education sessions include: 

Food Trends, Staying Ahead of the Curve 

Jim Doherty, Executive Vice President, Lebhar-Friedman, Inc. 

As customers become more knowledgeable and demanding, they 

expect to find the next hot dining trend at your restaurant. But 

how do you know which trends are fads and which ones are truly 

here to stay? What food trends do you need to incorporate in 

your menu planning to be even more successful? Food trends have 

evolved over time and once foreign cuisines are now mainstream. 

Are artisanal and organic products here to stay? What cuisine current is the next hottest thing? 

Hear from a panel of experts about what you need to know and understand to stay ahead of 

the trend curve. Moderated by industry icon, Jim Doherty, Executive Vice President, Lebhar- 

Friedman, Inc. (publisher of Nation’s Restaurant News). Sponsored by Coca-Cola Foodservice 

and Hospitality 

Richard Melman 

Welcome Lunch and Panel Discussion: 

Richard Melman, Chairman of the Board and Founder, 

Lettuce Entertain You Enterprises, Inc. 

Richard Melman, DiRo - NA’s 2006 Hall of Fame Honoree and 

Chairman of the Board and Founder of Lettuce Entertain 

You Enterprises, Inc., has the right tools for success. His 

Chicago-based corporation owns over 70 

restaurants nationwide, and Melman himself 

has been working in the foodservice industry since he was a teenager. 

Melman’s guiding philosophy is that he is not interested in being 

the biggest or the richest restaurateur, just in being the best he 

can be. He places enormous value on the 5,000-plus 

workforce at Lettuce Entertain You Enterprises, and 

feels tremendous responsibility for their continued 

success. Richard’s panel discussion 

continued on Page 3 

Jim Doherty 

Get on Board! 

DiRo - NA Week 2006 takes place 

August 21-25 

Around 60 restaurants have committed 

to helping Share Our Strength in its fight 

to end childhood hunger. Those DiRo - NA 

restaurants will offer special prix-fixe 

menus during DiRo - NA Week 2006, 

August 21-25, donating a portion of 

proceeds to SOS. 

Some cities, like Atlanta, are even planning 

special local events to coincide with 

the efforts being made on an international 

level. Flavors magazine, a DiRo - NA media 

sponsor, will host a seasonal cooking and 

wine class on August 24 featuring Nikolai’s 

Roof Chef de Cuisine Olivier De 

Busscherre and Sommelier Hervé 

Pennequin. The class will take place at the 

Viking Store on Peachtree Street. 

Be a part of this important initiative—the only 

restaurant week to be held across all of North 

America. Call Nykki Lane at 212.297.2119 to 

sign up. Have an idea for a special DiRo - NA 

Week event in your city? Call DiRo- NA’s PR liaison, 

Cara Clinton, at 212.297.2109. 

Look what Frommer’s.com writes about DiRo - NA 

Week 2006: 

DiRo - NA Week, Also for Charity 

(June 26, 2006) 

Across North America, many five-star, fine dining restaurants 

will take part in Distinguished Restaurants of North 

America (DiRo - NA) Week, the second annual event aimed at 

ending childhood hunger raising money for the nonprofit organization 

Share Our Strength. Last year, 100 restaurants took part and 

donated approximately 10 percent of their profits. Restaurants from 

Alaska to Florida have signed up, but check the web site frequently 

because the list will grow as the event approaches. The prices below vary 

widely because the restaurants are located in the United States, Canada and 

Mexico, and not every place will make both lunch and dinner seatings available. 

Where: Select cities across North America What: DiRo - NA Week 

When: August 21-25 How Much: Varies per restaurant; $30-$90 

Information: www.dirona.com/dironaweek.html 

Join the growing list of participating restaurants today!

Message from 

Chairman Chick Marshall 

What an incredible year! I’m pleased to present 

the summer issue of Distinguished 

Dining. For the past couple of years, 

DiRo - NA’s marketing committee and staff 

have been working together diligently to 

make the newsletter a more useful educational 

tool, so I hope its continued improvement 

is noticeable. 

As many of you know, the past couple of 

years have been a time of growth and change 

for our organization. The first portion of 

2006 has reaffirmed the fact that DiRo - NA’s 

leadership is looking to strengthen and grow 

our organization from the inside out. Due to 

the fact that we accomplished most of what 

we set forth to do in DiRo - NA’s initial 

Strategic Plan (developed in 2003), this year 

the Board of Directors met and developed a 

new strategic plan and vision to carry 

DiRo - NA through 2006 and beyond. Read 

more in this issue about the contents and 

outcome of this strategic planning meeting. I 

look forward to a year filled with positive 

change in our organization; namely change in 

how we evaluate ourselves, change in how 

we approach the fine dining segment and 

change in how we, as an organization, strive 

to serve as the authority for recognizing and 

promoting excellence in fine dining. 

The months ahead will be a time of challenge, 

renewal and positive action – helping 

DiRo - NA achieve the overall goal of strengthening 

its position in the fine dining sector. Stay 

tuned for updates on the changes afoot over 

the summer months. I must say that I am 

extremely excited about what the future 

holds for our unique organization. Together 

we truly are setting the table for success and 

I am extremely excited to be an active part of 

this process. I hope that each of you share 

my excitement and enthusiasm about 

DiRo - NA’s new outlook for this year. 

I encourage all DiRo - NA restaurateurs to 

participate in the second DiRo - NA Week, this 

year August 21-25. Proceeds for the only 

national restaurant week, will benefit Share 

Our Strength. Feel free to contact Headquarters 

if you have questions or would like 

to participate. 

Last, but certainly not least, I hope you will 

make plans to attend the DiRo - NA Annual 

Gala & Educational Conference this year at 

the Ritz-Carlton Buckhead in Atlanta, 

October 22-24, 2006. Conference 

Chairman John Metz. Jr., with the help of the 

local Conference Committee, has painstakingly 

made sure that the red carpet will be 

rolled out for us southern-style in Atlanta this 

year. This year’s Conference plans to incorporate 

an intensive focus on education and 

information regarding current Industry 

trends, marketing and profitability. The program 

will feature a new set of restaurateur 

roundtables which will allow all attendees to 

informally discuss the major issues that 

impact their day to day business. We will also 

hold our annual Town Hall meeting during 

the Conference to discuss our positive 

changes and growth as an organization. I look 

forward to seeing you in Atlanta! 

Warm wishes, 

26 Restaurants Join DiRo - NA Ranks 

We are delighted to announce the DiRo - NA Class of 2007. 

Anonymous inspectors across North America, Canada, and Mexico – 

drawn from the hospitality industry and the media – were charged to 

determine which restaurants could be eligible to uphold the DiRo - NA 

distinction, through an Inspections Program managed independently of 

DiRo - NA. Inspectors follow a rigorous set of criteria to evaluate every facet 

of the dining experience offered by each restaurant. Only those restaurants 

that genuinely demonstrate excellence afforded to a DiRo - NA guest, by 

their exceptional quality of service, their highest standard of food and 

DiRo - NA Members, Class of 2007 

Aqua Blue Restaurant & Bar Roswell, GA 

Araxi Restaurant & Bar Whistler, BC, Canada 

Blue Water Café 

and Raw Bar Vancouver, BC, Canada 

The Boheme Orlando, FL 

CinCin Ristorante Vancouver, BC, Canada 

Equus Restaurant Louisville, KY 

The Globe Northport, AL 

Grace Restaurant Los Angeles, CA 

IL MULINO Toronto, ON, Canada 

Jackson’s Pensacola, FL 

The Landmark Restaurant Dallas, TX 

I’o Maui, HI 

Lantern Restaurant Chapel Hill, NC 

La Toque Rutherford, CA 

Les Nomades Chicago, IL 

Mother’s Bistro & Bar Portland, OR 

Mr. B’s - A Bartolotta 

Steakhouse Brookfield, WI 

O’Leary’s 

Seafood Restaurant Annapolis, MD 

Pangaea North Bennington, VT 

Chick Marshall 

Chairman of the Board, 2005-2006 

beverage, and their excellent standards for the restaurant’s physical 

property, can be considered for invitation to become an elite member of 

the DiRo - NA fine dining family. 

I know you will join us in welcoming the Class of 2007 to the DiRo - NA 

family. We will honor them at the Annual Grand Gala and Conference in 

Atlanta, on Tuesday, October 24, 2006. 

The Park Steakhouse Park Ridge, NJ 

Rainwater Alpharetta, GA 

Ristorante Bartolotta Wauwatosa, WI 

Sona Restaurant Los Angeles, CA 

The Steakhouse 

at the San Luis Resort Galveston, TX 

Uncle Jack’s ® Steakhouse Bayside, NY 

West Restaurant & Bar Vancouver, BC, Canada

Michael Batterberry 

Kevin D. Schwartz 

Kevin Schwartz’ 14-year tenure with the Food 

and Beverage Department of The Grove Park 

Inn Resort & Spa is the result of a love for 

restaurants that began at the age of 15. Since 

then, he has worked in every possible position 

in the business, and earned his place as the 

General Manager and Sommelier of Horizons, 

the Resort’s flagship restaurant. During his career at Horizons for 

the past 11 years, Kevin has been instrumental in guiding the 

restaurant and its staff in creating an environment that is relaxed, 

yet always elegant and exhilarating. During his career, he has 

earned accolades such as Certified Food and Beverage Executive, 

Sommelier and Certified Specialist of Wine. His civic involvement 

includes serving on the Board of Trustees and Financial Support 

Committee with the Asheville Apostolic Church, as well as The 

Rotary Club of Asheville. He also sits on the Blue Mountain Living 

Wine Panel, the Asheville Sommelier’s Guild Board of Directors 

and the Asheville Independent Restaurant Association. ◆ 

Vincenzo Gabriele 

Vincenzo came to United States in 1969. His 

first role was as an assistant captain at Tony’s in 

St. Louis. In 1975, he accepted the position of 

Maitre’D at Casa Grisanti. By 1980, Vincenzo 

became equal partners with Grisanti’s brother 

in Grisanti, Inc. In 1984, Grisanti Inc. merged 

with IMASCO USA. In June 1986 Vincenzo’s 

Inc., was formed and the Courtyard Café was opened. The café 

offers a continental cuisine specializing in fresh seafood, veal and 

pastas. Among the many honors Vincenzo has received through 

his career are the Mobil 4-star Rating and the Travel Holiday 

Award 9 consecutive years, the Ivy Award in 1981, and participation 

in A Taste of America at President Reagan’s 1981 and 1985 

Inaugural Celebrations. ◆ 

DiRo - NA LEADERSHIP 

DiRo 

ANNUAL EDUCATIONAL CONFERENCE continued from cover 

- NA’S 

during the Welcome Luncheon will provide tactics and 

strategies for impacting your own organization. 

The Glories of Southern Cuisine, Past and Present 

(and how it can bolster the appeal of your future menus) 

Michael Batterberry, Editor-in-Chief and Publisher of 

Food Arts Magazine 

Brad Brennan 

The youngest member of the Brennan clan, 

Brad was greeting and seating guests at 

Commander's Palace New Orleans before he 

was ten-years-old. The restaurant business is 

part of the Brennan genetic code. While 

attending Westminster College in Missouri and 

Tulane University in New Orleans, Brad stayed 

in the kitchen mastering all stations at Commander's. In 1991 the 

Brennans asked Brad to open Palace Cafè in New Orleans. 

Following Brad's four years at Palace Cafè, he returned to 

Commander's where he settled in as Beverage Director at the five 

star restaurant he proudly calls "home." In the restaurant industry, 

Brad is a member of the International Association of Culinary 

Professionals, James Beard Foundation, the National and Louisiana 

Restaurant Association, and he is on the Board of Directors of the 

Nevada Restaurant Association. ◆ 

Michael O’Keefe 

Michael (Buzzy) O’Keeffe was born and raised 

in New York City. After graduating college and 

serving in the United States Army, he built a 

restaurant which would combine three of his 

avocations: building, food and being by the 

water. After twelve years of negotiations with 

the City of New York, he was given approval to 

create the City’s first waterfront restaurant. The River Café, located 

on the Brooklyn side of the East River by the Brooklyn Bridge, 

opened in June 1977 and was an immediate success. The restaurant 

received the Parks Council Award in 1978, The Municipal Arts 

Society Award in 1979, and was selected by Gault Millau, the 

French culinary guide as one of the five best restaurants in New 

York, in 1982. This year, The River Café was awarded with the 

prestigious ‘Ivy Award of Distinction’ from Restaurants & 

Institutions magazine. Mr. O’Keeffe is an active member of the 

Futures in Education Foundation. He serves on the Board of 

Directors of the Fire Safety Foundation, the Harbor Foundation of 

New York and New Jersey and Fordham Preparatory School, and 

is a member of the Cardinal’s Committee of The Laity and a 

Director of the New York State Restaurant Association. ◆ 

Traditional Southern dishes incorporate the history and flavor 

of this distinctive and famously hospitable region. The panel 

will be presented by Michael Batterberry, Editor-in-Chief 

and Publisher of Food Arts Magazine. Join Michael and his 

panel of experts as they introduce the audience to the 

world of Southern Cooking and how it can be incorporated 

on menus from the Northeast to the West Coast. 

Sponsored by American Express 

DiR - oNA SUMMER 2006 3

AMERICAN EXPRESS ® 

Throughout the years, restaurants across America have learned that it makes good business sense to welcome the American Express ® 

Card. American Express research shows that American Express ® Cardmembers dine out 46 percent more than customers using other 

cards, and spend 16 percent more per person than customers using other cards in fine dining restaurants. And due in part to a 

dramatic increase in signings among cash-only restaurants, American Express can accommodate more than 98 percent of 

Cardmembers’ general purpose plastic spending in the United States. 

In addition to our more frequent and higher spending Cardmembers, American Express has invested in a variety of trade initiatives that 

support its merchants through business-building programs; training and education seminars; rewards and recognition initiatives; and 

cause-related marketing opportunities. A brief description of new programs and products launched this year by American Express 

and other long-running programs follows: 

BUSINESS-BUILDING 

OPPORTUNITIES 

Direct Connectivity 

Merchants may now connect and process 

payments directly with American Express and 

avoid paying third-party processing fees on 

American Express transactions. All types 

and sizes of merchants can sign on for 

Direct Connectivity at no additional charge. 

Benefits include: 

• Lower costs — eliminate authorization 

and/or data capture transaction fees 

billed by third-party processors. 

Faster pay — may reduce merchant 

payment time by one or more business 

days because your transactions are sent 

directly to American Express. 

Improved service — better fraud protection 

with address verification and the 

four-digit customer ID number on the 

Card. The direct connection provides a 

single contact for authorizations, settlement, 

financial and transaction reporting, 

payments and merchant support for 

all American Express charges. 

For more information and to sign up, call 

877.888.4153, option 1 and mention code 7500. 

Online Merchant Services (OMS) 

Online Merchant Services enables you to 

have instant access to your Merchant account 

details anytime, anywhere. Online features 

allow you to manage your account securely 

and easily. Receive submission, payment and 

pending payment information online without 

the hassle associated with paper and mail 

delays. Benefits include detailed transactionlevel 

account information, customer dispute 

notification and the ease and convenience of 

managing your business online. To enroll now 

or find out more information visit our site at 

www.americanexpress.com/merchantservices. 

4 DiR - oNA SUMMER 2006 

GuestMetrics 

American Express has partnered with 

GuestMetrics, a technology company that has 

developed an innovative, web-based software 

called Guest 360. Guest 360 offers turn-key 

gift and loyalty capabilities supported by email 

marketing, real-time offer fulfillment, and 

customer insight reporting, all in one. The 

software enables improved operations control 

and profitability, expanded marketing opportunities, 

and identification of your best customers' 

purchase behavior. As an American 

Express merchant you save up to 63 percent 

on these resources. To learn more, call 

1.866.445.4008 or email amex@guestmetrics.com 

and mention code ASPN3. 

Elliot Leadership Development 

Training 

American Express has partnered with the 

Elliot Leadership Institute, a not-for-profit 

organization dedicated to providing online 

programs and seminars specifically designed 

to develop successful restaurant leaders. The 

training is customizable, analyzes leaders’competencies 

and gaps, and enhances 

development through professional coaching 

and telephone consultations. As a result, 

employee retention, productivity, and team 

performance can be improved. As an 

American Express merchant you save up to 

28 percent on these tools. To learn more, call 

1.888.935.5468 or visit elliotleadershipinstitute.org 

and enter ASPN1. 

Healthy Dining Finder 

American Express has partnered with Healthy 

Dining Finder in answer to the nationwide 

interest in healthier eating. Healthy Dining 

Finder offers you the opportunity to attract 

new health-conscious customers through an 

expanded marketing network, and increase 

customer loyalty. You can benefit from a 

national campaign that promotes healthy dining 

to consumers. As an American Express 

merchant, you have access to Healthy Dining 

Finder at a 20 percent savings. To learn more, 

call 1.800.953.3463 or visit healthydiningfinder.com/amex 

and enter ASPN4. 

TRAINING AND EDUCATION 

PROGRAMS FOR MERCHANTS 

Briefing Newsletter 

For over 20 years American Express has 

published the Briefing Newsletter, a bi-monthly 

news and information service for restaurateurs 

who welcome the American Express 

Card. The newsletter highlights topics to help 

restaurateurs run their businesses including 

consumer trends, customer service, legislation, 

wine/liquor programs, foreign visitors, 

technology, business tips, employees, publications, 

community involvement and education. 

In each issue there is one column that highlights 

American Express products and services 

and provides an offer to restaurant merchants. 

The Briefing newsletter can be accessed 

online, making all the Briefing content and 

resources available 24/7. Please visit the website 

at americanexpress.com/briefing. You will 

need to use your 10 digit American Express 

merchant number to log in. For more information 

e-mail briefing@mindspring.com or 

call 800.342.2788. 

Technomic MarketBrief 

In 2005, American Express launched a 

monthly newsletter of restaurant consumer 

trends and ideas. The newsletter, called 

MarketBrief, is co-produced with Technomic, 

a leading foodservice industry consulting firm 

and is free for merchants. The data and analysis 

in MarketBrief helps operators understand 

and stay ahead of shifting consumer interests, 

track restaurant trends, and learn about how 

fellow operators are handling the many challenges 

faced by the industry. To register for 

your free MarketBrief, go to http://www.technomic.com/operator/amexmarketbriefs/

REACHING 

THE VISITOR MARKET 

Travelers drive restaurant sales. According to the National 

Restaurant Association, visitors account for 15 percent of 

quick-service restaurant sales and 30 percent of fine-dining 

restaurant sales. But how does your establishment reach this 

group of potential patrons? 

Guest Informant, a Gold DiRo - NA partner, is a hardcover city 

guidebook that is published annually and may be found in over 

550,000 upscale hotel rooms, resorts and private clubs in 

major cities nationwide. These books showcase city-specific 

dining, entertainment, sightseeing and shopping 

destinations. Guest Informant is pleased to offer 

special advertising rates for DiRo - NA members, 

and your advertisement will be seen by millions of 

visitors every day of the year. Additionally, Guest 

Informant is tailored to the upscale visitor who 

tends to spend more on dining out while traveling. 

Regular dining editorial sections contain specific 

articles and detailed listings that focus on the city’s 

best culinary offerings. In today’s competitive marketplace, 

it makes sense to consider targeting 

every possible patron – including the lucrative visitor 

market. Guest Informant has been reaching 

visitors since 1937, and has become known as the 

publication of choice when looking for places to dine 

out while traveling. 

Guest Informant is a part of Morris Visitor Publications (MVP), the 

leading publisher of visitor guides including Where magazine, 

Quick Guides and Best Read Guide. 

To contact Guest Informant, please call 818.716.7484 or visit 

www.guestinformant.com 

DiR - oNA Appreciates Our Partners 

G O L D S I L V E R B R O N Z E P A R T N E R S 


Feline Foodies 

This spring, PR Staff reached out to DiRo - NA restaurateurs about 

a publicity opportunity at the Aspen Food & Wine Festival, where 

Purina was promoting a new line of gourmet cat food. With 

dozens of entries to choose from, Purina selected another chef 

for its Luxury Lounge, but we thought the DiRo - NA stories should 

be shared. Here’s what some of our “chefs with pets” had to say. 


“Oscar loves to sit at the kitchen 

counter, very mannerly, watching me 

cook. His eyes follow my movements 

and his human expressions show genuine 

interest. He is like a good friend 

hanging out with me, doing the thing 

I love to do most.” 

Shelley Cooper, 30° Blue, Panama 

City, FL 

“I can count on my 8-year-old cat, Otis, to help me relax after a 

long day in the kitchen.” 

Jared Gross, Capriccio Grill, The Peabody Orlando 

“This is our purebred Lilac Siamese, Frank, 

who is tall and lean when standing.” 

Pat Rabin, Chillingsworth, Cape 

Cod, MA 

“My Mama always told us, ‘You are what you eat so 

what you eat should be the best.’ Growing up, our beloved 

feline family member, Angel, was always by our sides during 

meals, dining on her favorite cat food.” 

Joseph DiSalvo, DiSalvo’s Station, Latrobe, PA 

“In my young days as a cat owner, I used 

to make all of my own cat food. Today, 

my five cats are happy and healthy, with 

beautiful coats.” 

Suzanne J. Dull, Scattons 

Restaurant, Hazleton, PA 

“We have two cats and a dog on property 

that LOVE our guests and brides.” 

Margo Provost, Log Haven, Salt 

Lake City, UT 

Ask 

THE EXPERTS 

Q: Why does dessert come at the end of the meal? 

— Jamie Carlson, Boston, MA 

A: Dessert does not necessarily come at the end of the meal. 

In Chinese cuisine, it is customary to alternate 

between sweet and savory 

courses. The word dessert 

comes from the old French 

word "desservir" which means 

"to clear the table." I think most 

people like to have dessert at 

the end of the meal, because 

desserts can be very satisfying. If 

you enjoy a cup of coffee or an 

after dinner drink and some sinfully, 

sweet chocolate after a big 

meal, it can be very nice. Or, you 

can always be like the author, Ernestine Ulmer, who was once 

quoted saying, "Life is uncertain, eat dessert first!" 

Q: Why is cake served on birthdays? 

— Stephanie Smith, Madison, WI 

Bruce Lafone, Sous Chef of 

Horizons in Asheville, NC has 

been busy answering consumers’ 

questions about everyone’s 

favorite course - dessert. 

A: There are many different beliefs on why cakes are served on 

birthdays. Before calendars, people used to measure time by the 

moon and seasons. In ancient Greece, the people would bring 

cakes during the new moon to the moon goddess, Artemis. They 

would bring round cakes signifying a full moon with candles so they 

would look like a glowing moon. This signifies a new year and 

hence, a birthday. 

Q: I am watching my waistline, but love sweets. What is a healthy 

dessert that I can enjoy? 

— Emily Caspanello, Dallas, TX 

A: There are many options for those of you who are watching your 

calorie intake. At Horizons we have a sugar-free strawberry tart. We 

make a simple pie dough and coat it with sugar-free melted 

chocolate. Next, we make a strawberry sauce and layer it over the 

chocolate. Finally, we add sliced strawberries and coat the entire 

tart with sugar-free apricot glacage. It is a little more tricky to make 

health-conscious desserts but they can always be done.

PR REPORT 

Why DiRo - NA’s Marketing Team is Excited About the Future 

You may have noticed some changes in the air recently. For 

starters, DiRo - NA launched its first Distinguished Dining Advisory 

Council, which is helping to guide the organization’s inspections 

program. Collectively, the Council’s members offer an invaluable 

amount of fine-dining industry insight and expertise. Then there’s 

DiRo - NA’s increased public presence. For the first time, DiRo - NA 

had its own booth at the South Beach Wine & Food Festival, 

February 24-26. At the National Restaurant Association Show in 

Chicago, May 20-22, DiRo - NA had more of a role than ever 

before. Highlights included the Annual Scholarship Luncheon, an 

exciting DiRo - NA panel moderated by Peter Elliot of Bloomberg 

Radio, and a reception held at Spiaggia and sponsored by U.S. 

Foodservice. On top of that, a new media kit has been designed 

to showcase the quality food and fine-dining atmosphere DiRo - NA 

restaurants are known for, and a new Media Room section will 

soon be live on the DiRo - NA Web site. 

Of course, all of these changes go hand-in-hand with what PR Staff 

has been doing all along: spreading the word about DiRo - NA and 

its status as the authority on fine dining. Media and consumers 

continue to take notice. The Detroit News, which reaches 218,840 

readers, included DiRo - NA in a story on Easter dining etiquette and 

also posted the story on its Web site, www.detnews.com. As a 

result of a successful 2005 partnership, PR Staff once again wrote 

editorial copy for the Guest Informant in-room hotel guides. Either 

the editorial or a DiRo - NA ad will run in numerous guides in 

different cities (to be determined). Last year, Guest Informant 

promoted DiRo - NA in 16 of its markets. A story about 

www.dirona.org’s “Ask the Experts” feature has generated 60 

placements in newspapers across the country. And at press time, 

feature stories including information from DiRo - NA were slated to 

run in The Wealth Report (which reaches 77,000 of the country’s 

most affluent consumers) and DiningOut magazine (which 

publishes issues in several markets). These are just some of 

the recent successes. 

We hope that you will continue to support (or sign up to support!) 

DiRo - NA’s marketing program. DiRo - NA Week 2006 and the Annual 

Conference are just around the corner. Consumer events are 

being planned to coincide with both events, and there are bound 

to be more opportunities to reach consumers in the upcoming 

months.

DiRo 

Inside & Out 

- NA Continues to Evolve 


During the spring, Board 

members of DiRo - NA met to 

discuss the long-term plans 

of the organization. 

DiRo - NA’s Mission: 

Revisited and 

Revitalized 

The Distinguished Restaurants 

of North America strives to serve as the authority for recognizing and 

promoting excellence in fine dining. 

With the mission as their mandate, the Board agreed a set of key goals 

and objectives to continue to improve our organization: 

— Continue to strengthen our organization financially 

— Create greater recognition of the DiRo - NA brand, within the Industry 

and within specific, consumer-focused, programs 

— Complete the implementation of DiRo - NA’s strengthened Quality 

Assurance Program 

An important goal for the organization is to continue building our 

financial security. As you know, DiRo - NA operates 

on voluntary contributions from its stakeholders. 

Your contributions to the PR & Marketing 

Program help to brand and market DiRo - NA 

and participating restaurants; and our Strategic 

Partners provide the majority of our revenue to 

implement our core activities. Some revenue is 

generated from merchandising, such as the 

DiRo - NA Guide, and this revenue also goes 

towards supporting our operations overall. 

However, these funds are not guaranteed year 

on year, which means we must strengthen 

DiRo - NA financially in order to plan consistently – both for our annual 

programming, and for the essential public outreach that keeps our 

DiRo - NA name and brand “top of mind”. 

The second important goal is to build DiRo - NA as a marketing tool 

that benefits all DiRo - NA stakeholders: our strategic partners, our 

consumers, and all our members. Developing DiRo - NA as a brand with 

a consumer focus will really maximize the organization’s ability to 

partner with a wide range of sponsors and other strategic partners. This 

will make an enormous difference in our ability to develop DiRo - NA and 

its member restaurants into a household name. 

The third goal, and a central goal to DiRo - NA’s success, is to continue to 

implement and strengthen the Quality Assurance Program and its 

inspection process in order to maintain the highest level of membership. 

We have had great success from the activities of the Quality Assurance 

Committee over the last year, and we are very encouraged by the way 

the inspections program continues to develop. 

The Implementation Task Force 

Members of DiRo - NA’s Board volunteered to meet as an 

Implementation Task Force, charged with implementing the changes that 

will achieve our goals. The members of the Implementation Task Force are: 

— Paul Bartolotta, The Bartolotta Restaurants and Bartolotta Ristorante 

di Mare at Wynn Las Vegas, Las Vegas, NV 

— Peter D’Andrea, Old Hickory Steakhouse, Nashville, TN 

— Chick Marshall, Mr. Stox Restaurant, Anaheim, CA 

— John Metz, Hi Life Kitchen and Cocktails, Norcross, GA 

— Tom Parsell, Magnolias, Charleston, SC 

— Margo Provost, Log Haven, Salt Lake City, UT 

— Bob Spivak, The Grill, Beverly Hills, CA 

— Dee Lincoln, Del Frisco's Double Eagle Steakhouse, Dallas, TX 

Two additional teams will assist the Implementation Task Force: 

Membership Survey Group 

This group will survey the 

DiRo - NA membership to 

help initiate and guide 

DiRo - NA’s transition. The 

primary goal, as previously 

outlined, is to strengthen 

DiRo - NA’s financial structure. 

An important part of 

this survey will be to understand 

the type of membership 

contributions that DiRo - NA will need to program its core activities 

year on year. The Membership Survey Group will be asking for your 

feedback on the core activities that you think should define DiRo - NA. 

You will be asked to comment on the public programs for DiRo - NA: the 

Scholarship Awards, the Annual Conference, and DiRo - NA Week. The 

survey will be distributed during the summer of 2006.

DiRo - NA Continues to Evolve 

The current Membership Survey Group consists of the following volunteers: 

— Kurt Knowles, The Manor, West Orange, NJ 


— Tony May, San Domenico NY, New York, NY 

— Margot Provost, Log Haven, Salt Lake City, UT 

— Bob Spivak, The Grill, Beverly Hills, CA 

The Guide Task Force 

This group is charged 

with finding ways to 

improve the DiRo - NA 

Guide and make it a 

more widely distributed 

publication. In the shortterm, 

this group will 

research options to generate 

revenue and marketing 

attention through 

the Guide. Looking forward, the group will develop ways to expand the 

range of audiences for the Guide, and to consider the long-term goal of 

developing the Guide into a widely distributed and effective marketing 

tool. The current Guide Task Force consists of the following volunteers: 

— Ted Balestreri, The Sardine Factory, Monterey, CA 

— Tim Creehan, Beach Walk, Destin, FL 


— Tony May, San Domenico NY, New York, NY 

— John Metz, Hi Life Kitchen and Cocktails, Norcross, GA 

Quality Assurance Program 

An essential area that was highlighted within the strategic planning meeting 

is the progress of the strengthened inspections program. The Quality 

Assurance Program is at the core of DiRo - NA’s mission. Maintaining the 

highest quality membership is the key to remaining the only organization 

that supports elite restaurants across our continent. The Quality 

Assurance Committee has worked hard to ensure that the restaurant 

inspection program is strengthened, and that each process within the 

program remains stringently impartial. To work in this way will ensure 

that only those restaurants with the highest inspection results are eligible 

to be DiRo - NA members. The Quality Assurance Committee has begun 

working with a group of Industry and media food experts, who will 

remain anonymous, called the Distinguished Dining Advisory Council 

(DDAC). Chaired by Jim Doherty, Chairman of Lebhar-Friedman and 

Publisher of Nations Restaurants News, Jim is leading the DDAC 

through a new process of restaurant recommendations. Each new application 

for inspection is reviewed and assessed even before it is admitted 

to the third party inspection group. Those restaurants admitted into the 

inspections program must maintain the highest results possible in order 

to be eligible for DiRo - NA membership. We are very proud of the work 

that the DDAC and the Quality Assurance Committee has achieved so 

far to ensure that the organization maintains the highest level of integrity 

necessary to help build DiRo - NA into a household name. 

Consumer Membership Program 

Expanding DiRoNA’s Marketing Program goes hand in hand with the 

current opportunities available to create greater recognition of 

DiRo - NA’s brand. To effectively do this, DiRo - NA will launch a Consumer 

Membership Program, allowing consumers to “join” DiRo - NA, receiving 

benefits such as privileged access and invitations to DiRo - NA consumer 

events. Developing the Consumer Marketing Program will not only 

create consumer markets specifically within the fine-dining segment, but 

it will also increase our presence within the wider food industry. This 

unique program will serve as a vehicle to promote DiRo - NA and 

DiRo - NA restaurants as the consumers’ first choice for their fine-dining 

destination. 

The Distinguished Restaurants of North America strives to serve as the 

authority for recognizing and promoting excellence in fine dining. 

All the information gathered from our member surveys told us to continue 

striving to be the authority in fine dining. This is the key to benefiting 

our DiRo - NA members. Participants of DiRo - NA’s strategic planning 

session took that information, and developed an outline of how DiRo - NA 

can evolve so that we can continue to fulfill our mission and deliver value 

to each of DiRo - NA’s stakeholders: our strategic partners, our consumers, 

and our members. 

As you await the membership survey, which you will receive soon, 

please consider DiRo - NA’s key goals over the coming year, and how 

your feedback can help shape the way that this organization can grow: 

— Continue to strengthen our organization financially 

— Create greater recognition of the DiRo - NA brand, within the Industry 

and within a specific, consumer-focused programs 

— Complete the implementation of DiRo - NA’s strengthened Quality 

Assurance Program 

As we move forward we will continue to build on, what is already, a truly 

exceptional organization. There is no other organization like DiRo - NA 

on this continent. We want you to be as proud of your DiRo - NA affiliation 

as we are, and we want to continue to promote our elite family of 

restaurants and to partner with organizations that value distinguished 

dining. We look forward to your feedback on the survey, and we look 

forward to your comments and guidance on the type of organization 

you want DiRo - NA to be. 


DiRo - NA Presents NRA Show Panel on 

Managing Top Restaurants 

Consumer knowledge and expectations are on the rise when it 

comes to fine dining. What marketing strategies and best practices 

can restaurant operators employ to manage those expectations? 

How do some of the most recognized restaurateurs in the industry 

remain on top? 

DiRo - NA explored these questions and more in an educational 

panel session entitled, “How You Too Can Operate a Top-Notch 

About 150 restaurant industry players gathered 

at Lawry’s The Prime Rib in Chicago 

on Tuesday, May 23 for the 15th Annual 

DiRo - NA/NRAEF Scholarship Luncheon. The 

event honored 12 exceptional students 

pursuing careers in the restaurant and foodservice 

industry. This year, DiRo - NA and the 

National Restaurant Association Educational 

Foundation awarded 12 high school and 

undergraduate students with a 

total of $24,000 ($2,000 

each) in scholarships. 


Restaurant,” at this year’s National Restaurant Association (NRA) 

show in Chicago. 

The session, held on Monday, May 22, from 10:00 a.m. to 11:30 

a.m., happened to compete with a surprise visit from President 

George W. Bush at the NRA Show, but still attracted a group of 

about 100 restaurateurs eager to improve their businesses. The 

crowd represented restaurant owners and operators, industry 

reporters and students, who came from near and far — some as 

far as Africa — to discuss strategies for fine dining success. Peter 

Elliot, food critic/columnist for Bloomberg LP in New York, NY, 

moderated the session. Panelists included: Tony May, proprietor of 

San Domenico NY and DiRo - NA board member; Charles Marshall, 

chairman of DiRo - NA and co-owner of Mr. Stox Restaurant in 

Anaheim, CA; Bob Spivak, founder, president and chief executive 

officer of The Grill on the Alley Restaurants and DiRo - NA board 

member; and Shelley Cooper, executive chef at 30º Blue in Bay 

Point, FL and DiRo - NA board member. 

The panel explored several key issues, such as how to exceed 

customer expectations, what it takes to please today’s 

knowledgeable consumer, effective restaurant marketing and tips 

for maintaining satisfied employees. 

DiRo - NA Scholarship Luncheon

International Hotel/Motel and Restaurant Show 

The 91st annual International Hotel/Motel & 

Restaurant Show will run Saturday, November 11, 

through Tuesday, November 14, at New York 

City’s Jacob K. Javits Convention Center. Following 

a full-day of conference and networking activities on 

Saturday, November 11, the IH/M&RS will feature 

three full days of exhibits. The Show draws 1,400 hospitality 

industry suppliers and attracts approximately 35,000 in total trade 

attendance. 

Former New York City Mayor Rudy Giuliani will deliver the 

keynote address at the 2006 Hospitality Leadership Forum, and 

his presentation will focus on the challenges of leading one of the 

most complicated and diverse cities in the world. 

DiRo - NA will also present two panels at this year’s Show. On 

Sunday, November 12 from 10:00 a.m. to 11:00 a.m., DiRo - NA 

will present the “Distinguished Restaurants Power Panel: The Ins 

and Outs of Being on Top From Restaurateurs.” On Monday, 

November 13 from 10:00 a.m. to 11:00 a.m., DiRo - NA will 

present “The Restaurateur and the State of the Industry.” 

If you would like to support DiRo - NA’s panels or attend the Show, 

all DiRo - NA members will receive complimentary admission. 

Please stay tuned for more details.

Fine dining means different 

things to different people. 

Some guests might require a 

big-name chef while others 

require a white linen tablecloth. 

Managing Editor, Julie 

Shamrock sat down with 

several DiRo - NA restaurateurs 

during the NRA Show in 

Chicago in May to discuss 

their own personal definition 

of fine dining. 

Panelists included: 

Tim Creehan, Beach Walk, Destin, FL 

Peter D'Andrea, Old Hickory Traditional 

Steakhouse, Nashville, TN 

Kevin Joyce, The Carlton, Pittsburgh, PA 

Chick Marshall, Mr. Stox, Anaheim, CA 

Joey DiSalvo, DiSalvo's Station 

Restaurant, Latrobe, 

DiRo - NA VOICES 

The Definition of 

Fine Dining 

What is your own personal definition of 

fine dining? 

Peter: My personal definition of fine dining is that 

the guest never has to ask for anything. If you can 

anticipate the guests’ needs, that is fine dining. 

Chick: Fine dining is dining for an occasion, not 

just as a last-minute decision for dinner. It means a 

certain level of service, food, quality and atmosphere. 

Joey: It means offering the best of food, wine and spirits, 

having a great atmosphere and a passionate staff. 

Why do diners return to your restaurant? 

Peter: We have unobtrusive and flawless service, 

a sense of arrival and the best cheese cart. 

Kevin: Our wine list has over 600 wines by the 

bottle and over 40 by the glass. We have a great 

staff and have 15 employees that have been with 

us for over 15 years. 

Tim: In the service industry, everyone is on an 

equal playing field. When the guest leaves the 

restaurant and thinks about their fine dining memory, 

the service is what should make the difference. 

Chick: We have people who care about service, a 

wonderful atmosphere and top quality food and 

presentation. 

Joey: We offer an atmosphere unique to our location 

because we are built in a railroad station and 

are a registered historic landmark. My father emigrated 

from Italy and brought his talent, passion 

and cuisine. 

How do you distinguish yourself from other fine 

dining restaurants in your city? 

Tim: We look for opportunities to try to do things 

differently. For example, whereas most restaurants 

are strict on a corkage fee, we feel that if we don’t 

carry that particular wine, there is no fee. 

Kevin: We build value by offering limousines to 

chauffer guests to the theater after dinner even 

though the theaters are located on the other side 

of town. This connects us to that area. We also 

offer only a $10 mark up on wine, which has 

allowed us to expand our list because people 

don’t feel as though they are being ripped off. We 

went from 16 wines by the glass to 40, which are 

priced between $6 and $19 and now we sell 

more wine. A daily changing menu keeps the 

culinary team thinking and moving. 

Chick: It is important to go beyond the basics with 

staff training and spend time thinking of unique 

things to do in the restaurant. 

Joey: We offer a unique destination since we have 

a 16,000 square foot restaurant in a 9,000-person 

town. We have a place for everyone with personal 

attention and various levels of dining, from our 

main dining room to our gourmet dining car to 

our cigar bar. 

How have restaurant operations changed since 

you began in the restaurant industry? 

Tim: In the past, if we changed our menu every 

season it was a lot. But now, we change our 

menu on a weekly basis. If you don’t, you will get 

passed by. There used to be one big restaurant in 

our town, now we have one new restaurant a 

month. The customer is also more educated now 

because of the Food Network and cooking shows 

on television. 

Peter: We change to be adaptable to the economy 

and to the competition. 

Kevin: The competition is more difficult now. We 

are now working harder, seeing fewer results and 

always seeing someone new come in. 

Chick: A big change is in the sophistication of the

guest. We have more substitutions on meals 

than ever before. We are also seeing another 

phenomenon of “young super spenders” who 

only want the most expensive wine and the 

most expensive dinner. 

Joey: My personal challenge is keeping the level 

of passion and up that my parents brought to 

the restaurant. 

Chick: Fine dining is a safer way to go than 

casual dining. The customer base is established, 

more loyal and has more disposable income to 

spend. In addition, fine dining provides more 

points of service and cuisine differences to 

separate its self from the chains, which prefer 

simpler presentations. 

Tim: If we can survive, that is what makes us 

different. We want to be truly special, not a 

cookie-cutter restaurant. 

Kevin: We have less demand for fine dining 

now. In the 80’s, people used to have lunch 

with two glasses of wine. The styles have 

changed and people want to spend a few 

dollars less. 

Is the fine dining consumer more educated now 

than they have been in the last 10 years? If so, 

why do you think that is? 

Tim: The magazines our guests buy are very 

focused on one niche and this makes them 

more educated. 

Peter: Customers are traveling around the 

world and are eating the cuisines right where 

they originated. You can search anything online 

and find pictures of what the dish should look 

like, recipes and plate presentation. 

Chick: Many of our male customers now watch 

the Food Network as well as have become 

more interested in wine knowledge and thus, 

food as well. In the past there was very little 

conversation about how dishes were presented 

now, many guests want to make changes in the 

sauces or garnishes. There is much more 

curiosity and willingness to try new things. 

Joey: The foodies are doing their homework 

before they dine. 

How do you manage increased 

customer expectations? 

Tim: If you listen to the customer, they will let 

you know and you will follow their demand. 

Peter: It is important to stay current with hot 

trends. Always under promise and over deliver 

and they will continue to come back. 

Kevin: We have well-trained servers and we 

meet before every shift so everyone understands 

what they are serving. We are always 

changing and trying new things. 

Chick: By tracking guest preferences and incorporating 

special menu and diet requests into 

our point of sale and reservation systems we 

have enhanced our ability to respond these 

increased expectations 

Joey: We are unique, we cater to all dining 

needs and with our various dining options, and 

we are able to keep the guest in the restaurant 

to continue their dining experience. 

In your opinion, what are the TWO 

most important items in a fine dining 

establishment? 

Tim: 1.) Top-quality ingredients 

2.) Attentive staff 

Peter: 1.) Attentive staff 

2.) Plate presentation 

Kevin: 1.) Plate presentation and top-quality 

ingredients go together 

2.) Attentive staff that give great 

service 

Joey: 1.) Serving a good product 

2.) The first impression the staff 

makes to the guest 

What is your secret to success? How do you 

stay on top? 

Tim: It is an inherent lack of not succeeding. If 

you never reach success, then you are still 

striving for success. 

Peter: Learning from all failures and making 

them a success next time. 

Kevin: You need to have passion. 

Chick: The secret to success is to clearly and 

consistently communicate to your staff the standards 

and expectations you have developed to 

please your customers. 

Joey: It is the ability to not want to stop learning 

and find people and staff that want to work 

hard and learn what success is about. ◆ 

DiRo - NA LEADERSHIP 

Chairman: Charles B. Marshall; Mr. Stox Restaurant, 

Anaheim, CA 

Vice Chairman: John Metz, Jr.; Hi Life Kitchen and Cocktails, 

Norcross, GA 

2nd Vice Chairman/Treasurer: Peter D’Andrea; Old Hickory 

Traditional Steakhouse, Nashville, TN 

Immediate Past Chairman: Larry Work; Sam & Harry’s/The 

Caucus Room, Washington, DC 

Executive Director: Deborah Collins; Kellen Company, New York, NY 

Board of Directors 

Paul Athanas; Anthony’s Pier 4, Boston, MA 

Paul W. Bartolotta; Bartolotta’s Lake Park Bistro, Milwaukee, WI 

Milan Bodiroga; Dubrovnik Restaurant Ltd., Winnipeg, 

Manitoba, Canada 

Brad Brennan; Commander’s Palace, Las Vegas, NV 

Gerard Centioli; ICON, LLC, Chicago, IL 

Shelly Cooper; 30° Blue, Panama City, FL 

Tim Creehan; Beach Walk, Destin, FL 

Priscilla Cretier; Le Vichyssois, Lakemoor, IL 

Joseph DiSalvo; DiSalvo’s Station Restaurant, Latrobe, PA 

Jordi Escofet; La Cava, Mexico City, Mexico 

Vincenzo Gabriele; Vincenzo’s, Louisville, KY 

Norbert Goldner; Café L’Europe, Palm Beach, FL 

William Hyde, Jr.; Ruth’s Chris Steak House, Dallas, TX 

Kurt Knowles; The Manor, West Orange, NJ 

Wade Knowles; The Manor, West Orange, NJ 

Dee Lincoln; Del Frisco’s Double Eagle Steak House, 

Dallas, TX 

Eric Luksenberg; Restaurant La Maree, Montreal, 

Quebec, Canada 

Gary Manago; Bali By the Sea at the Hilton Hawaiian Village, 

Honolulu, HI 

Joe Mannke; Bistro LE CEP; Houston, TX 

Tony May; San Domenico, New York, NY 

Leonard Mirabile; Jasper’s, Kansas City, MO 

Mark Monette; Flagstaff House Restaurant, Boulder, CO 

Francisco Morales; Pancho’s Backyard, Cozumel, 

Quintona, Mexico 

Raphael Oliver; Top of the Hub, Boston, MA 

Michael O’Keefe; The River Cafè, New York, NY 

Karen Olson; Metropolitan, Salt Lake City, UT 

Thomas J. Parsell; Magnolias Restaurant, Charleston, SC 

Craig Peterson; RingSide Steakhouse, Portland, OR 

Rick Powers; Beverly’s, Coeur d’Alene, ID 

Margo Provost; Log Haven Restaurant, Salt Lake City, UT 

Andre Rochat; Andre’s French Restaurant, Las Vegas, NV 

Richard Schneider; Scheherazade at the Trump Taj Mahal, 

Atlantic City, NJ 

Kevin D. Schwartz; Horizons, The Grove Park Inn Resort & 

Spa, Asheville, NC 

Bob Spivak; The Grill, Los Angeles, CA 

David E. Stockman; Lawry’s Restaurants, Inc., Pasadena, CA 

Alon Yu; Tommy Toy’s Cuisine Chinoise, San Francisco, CA 

Directors Emeritus 

Richard Alberini, Sr.; Alberini’s, Niles, OH 

John J. Arena; Woodbridge, Ontario, Canada 

Ted Balestreri; Sardine Factory, Monterey, CA 

Reinhard Barthel, Sr.; Café 36, La Grange, IL 

Jerry Berns; The ‘21’ Club, New York, NY 

Vincent Bommarito; Tony’s, St. Louis, MO 

Ella Brennan; Commander’s Palace, New Orleans, LA 

Vincent Catania; Dan’l Webster Inn, Hyannis, MA 

Bert Cutino; Sardine Factory, Monterey, CA 

Ralph Evans; London, England & McLean, VA 

John Folse; Lafitte’s Landing, Donaldsonville, LA 

Victor Gotti; Ernie’s, San Francisco, CA 

Tom Margittai; The Four Seasons, New York, NY 

Richard Marriott; Host Marriott Corporation, Bethesda, MD 

Gunter Preuss; Broussard’s, New Orleans, LA 

Christiannne R. Ricchi; i Ricchi, Washington, DC 

Ernest Zingg; The Cellar, Fullerton, CA 

DiR- DiRo 

oNA SUMMER 2006 13 

-NA is managed by Kellen Company, an employee-owned professional services 

firm with offices in New York City, Washington, DC, Tucson, AZ, Atlanta, 

GA, and Brussels, Belgium. See www.kellencompany.com for more information.

DiRo - NA Dialogue: 


with Peter Elliot 

A Day in the Life of A Food Critic 

The day-to-day of Peter Elliot 

The day-to-day activities of a food critic 

may seem like an easy job, but Peter 

Elliot must balance three restaurants a 

day, meet with editors, and write for 

Bloomberg all while informing the public 

what they need to know about the 

newest restaurants. Managing Editor, 

Julie Shamrock, had the chance to visit Peter at Bloomberg's 

offices in Manhattan and get the background on what really 

happens in a typical day of a food critic. 

What is your typical day? 

Today I met with Tamasin Day-Lewis, who is an English cookbook 

author. This is unusual because I was going to a restaurant 

with her and I let her decide which restaurant we would 

dine at. I took the train today, though I do spend a good deal 

of my life in a Lincoln Town Car because I go to so many restaurants 

in a day. Every time you eat, it is an experience. To fit 

everything in, you learn to make quick adjustments. At any 

given time I have 30 deadlines. After lunch today, I came back 

to the office and attended a meeting with the CEO about 

Bloomberg’s summer picnic on Randall’s Island, NY. Then I 

read my two pages of emails and returned phone calls. I review 

edited pieces that come through, answer editors’ questions 

and then the story goes to the editors in San Francisco for the 

third round of edits. I am on call 24 hours a day. Tonight I am 

going to a party to celebrate the release of “Real Life 

Entertaining” by Jennifer Rubell. I don’t usually go to everything 

because I don’t want to give the impression that I am going to 

say something on air or write something about their work. But 

this will be an interesting party because it will be an interactive party and 

everyone is expected to cook. After that, I will be going to Tocqueville. It will 

be my second visit, because they knew who I was during my first visit. I 

usually book the meal under my guest’s name. 

How many restaurants do you review per week? 

I go to an average of three restaurants each day. I usually go out for lunch 

and dinner and then try to stop someplace else in between. My time is 

balanced between restaurants and cooking at home. 

Do you enjoy dining at a restaurant when you are not working? 

I don’t know how to separate them. Even when I am not working, I am 

working. That must be something in common with all food critics. I can never 

stop, even at lunch today; when Tamasin took me to a four-seat hummus 

restaurant by NYU, we were tasting the food and talking about it. I have 

always been this person, even when I wasn’t a critic. 

What are the three most important factors when reviewing a restaurant? 

The first is vibe. There is a feeling you get and it comes with years of 

experience and you know if it feels like home. It is so important that you feel 

warm and fuzzy right away. I can tell almost everything by walking into a 

restaurant. Service is second. They involve you and bring 

you in. Food would be third. I want to taste great food and 

see it come out of the kitchen. There are ugly restaurants 

that can deliver. 

What is your personal definition of fine dining? 

Fine dining is a place where someone is at home, someplace 

that doesn’t feel commercial and you know how fresh the food 

is. The food needs to have a soul. I care about service and 

food. There is a difference between good service and great 

service and that is why restaurateurs like Thomas Keller and 

Danny Meyer got where they are. There is a spirit you can feel. 

How do you think the fine dining consumer has changed in 

the last ten years? 

The consumer expects a great deal more because they have been 

to any number of great restaurants and now they know when 

they don’t get it. They know how to ask for it now. People know 

what white truffle oil is – it is a shift of a lifetime. I tell my 

listeners and readers, these things didn’t used to exist. The sheer 

breadth of experience people have and the variety they are 

exposed to, is exponentially different than it was a decade ago. 

How has the industry changed since you have been involved? 

Compared to then, we have a huge amount of choice. No one 

was going to Las Vegas for restaurants. People have so many 

places to go for information. I think it is wrong to review a 

restaurant too quickly. If it were up to me, I would make it 

mandatory to wait until the third or fourth week and then 

review it again. 

What is your advice to restaurants when they have a food critic in? 

Always err on the side of caution. Each critic is different, if 

they know you and you haven’t acknowledged them, do the 

best to stay as quiet as you can. Try not to do anything more 

or less than you normally would. Don’t do anything special or 

dramatic. 

What career achievement are your most proud of? 

I was enormously proud to get my James Beard 

Award. It was the same day I got the invitation 

to write my book. For me they always come 

together. I wrote the biography of Sirio 

Maccioni, “Sirio: The Story of My Life and Le 

Cirque” and I won the James Beard Award for 

my radio show. As a writer, it is amazing that I 

had the chance to get that deep into the industry and understand 

him on so many levels. It was a life-changing experience, 

to translate the untranslatable. ◆

WHAT’S THE DISH 

Chefs Team Up 

to End Hunger 

On Thursday, June 1, Chef 

Jerry Traunfeld of Herbfarm 

Restaurant in Seattle, WA, 

teamed up with five nationally 

known chefs from around the 

country in a unique benefit 

dinner. The event featured a 

six-course dinner with six paired wines and raised over $30,000 

to fight against childhood hunger. Titled “A Tasteful Pursuit—Chefs 

on Tour for Hunger,” the evening affair raised funds for Share Our 

Strength, the nation’s leading organization working to end childhood 

hunger. Share Our Strength’s A Tasteful Pursuit – “Chefs on 

Tour for Hunger” is a series of dinners that feature four of the 

nation’s hottest young chefs touring the country to raise funds for 

the fight against childhood hunger. They partner with the culinary 

elite in major cities across the country to create novel, multicourse 

dinners paired with exquisite wines. Stops on the 2006 

Tasteful Pursuit tour include: Beverly Hills, CA; Palm Beach, FL; 

Seattle, WA; Cambridge, MA; New York, NY; Minneapolis, MN 

and Dallas, TX. More information about Share Our Strength’s A 

Tasteful Pursuit – “Chefs on Tour for Hunger” is available at 

www.strength.org/atastefulpursuit. 

Metropolitan Restaurant 

Receives Fifth Consecutive 

Award 

Metropolitan Restaurant in Salt 

Lake City, UT has received their 

fifth consecutive Wine Spectator 

Award of Excellence. Each year, 

the Wine Spectator Restaurant 

Awards Program receives thousands 

of entries from the 

nation’s best restaurants. The 

awards are given to restaurants that offer a well-chosen 

wine list, with a sufficient selection of quality producers along 

with a thematic match to the menu in both price and style. “We 

take pride in creating a wine list that excites our diverse clientele. 

It’s great to be a part of the Wine Spectator Restaurant Awards 

Program,” says Metropolitan owner, Karen Olson. “Our food 

reflects the idea that our country is a melting pot and our wine list 

follows the same philosophy.” Metropolitan adds a personal touch 

to the wine list by offering an employee pick-of-the-month. The 

Metropolitan server or bartender does extensive wine research 

then gives a presentation to coworkers. The educated staff can 

then offer the unique choices to customers. 

Restaurant Hosts Wine from 

Movie ‘Sideways’ 

The Flagstaff House Restaurant in Boulder, CO, who recently 

celebrated their 35th anniversary, hosted a wine tasting dinner in 

May, with Gray Hartley of the 

Hitching Post Winery located in the 

Santa Barbara wine country. Featured 

in the movie “Sideways,” which 

earned five Academy Award nominations 

including Best Picture; Hitching 

Post Winery was founded by Gray 

Hartley and Frank Ostini, two local 

residents of the Santa Ynez Valley. 

“We have an excellent four-course menu planned that will pair 

well with Frank and Gray’s spectacular wines,” said Mark Monette, 

Executive Chef & Partner of the Flagstaff House Restaurant. Scott 

Monette, General Manager & Partner of the Flagstaff House 

Restaurant added, “We are thrilled to be hosting this wine tasting 

dinner with Gray Hartley of Hitching Post Winery. The success of 

the movie ‘Sideways,’which features the wines of Hitching Post 

Winery, will make this wine tasting dinner even more special. We 

look forward to Gray’s insights into their wines as well as this 

award-winning film." 

Columbia Restaurant Server 

Receives Honor 

Joe Roman, who has worked 

as a server/ambassador at 

Columbia Restaurant in Tampa’s 

historic Ybor City for 51 years, 

was honored with the Bern 

Laxer Spirit of Excellence Award 

for Best Server at the National 

Tourism Week Luncheon from 

the Tampa Bay Convention and 

Visitors Bureau on May 16. 

According to Richard Gonzmart, 

President of Columbia Restaurant, 

“Joe has set the standard for 

service, and his work ethic is second 

to none.” Joe Roman, 78, started working at the Columbia 

Restaurant in 1954 at the age of 26. Roman was a favorite among 

guests because he would often spontaneously break into song as 

he brought them their favorite Spanish dishes. He was born and 

raised in Ybor City, and takes great pride in sharing the history of 

the area with visitors and locals alike. “For his dedication to his 

work and to our family, we inducted Joe into our Columbia 

Restaurant Hall of Fame in 2000,” said Gonzmart. “We created 

our Hall of Fame to honor employees who have contributed to 

the legacy of Columbia Restaurant.” 


Hospitality Software Company 

Receives Award 

Posera Software Inc., a leading software provider for the hospitality 

industry, won an award for International Growth for the exceptional 

success that the Maitre’D Software Suite has achieved world-wide 

over the past three years. This is the second time in three years 

that Posera is recognized for commercial success of the Maitre’D 

Software Suite by the IT Federation of Quebec (FIQ). Maitre’D 

software encompasses seamlessly integrated solutions that provide 

managers with the tools that they need to improve their operations 

and management. “We are delighted to have won an Octas Award 

for International Growth and we are very proud of the success that 

the company has accomplished during the last few years,” said Jean 

Guimond, VP of International Sales and Development at Posera. 

“This Octas Award represents an important achievement for the 

entire team at Posera.” 

Congratulations 

to the DiRo - NA restaurants who are among the “Top 50 

Restaurants in the World” by Restaurant Magazine. 

Charlie Trotters, Chicago, IL 

Chez Panisse, Berkeley, CA 

Daniel, New York, NY 

French Laundry, Yountville, CA 

save the dates * Visit www.dirona.com for additional information on these activities. 

DiRo - NA Week* 

Locations throughout 

the US August 21-25 

Contact Us 

Distinguished Restaurants of North America 

355 Lexington Avenue, Suite 1500 

New York, NY 10017-6603 

Phone: (212) 297-2144 Fax: (212) 370-9047 

www.dirona.org 

dirona@kellencompany.com 

Distinguished Dining 

Summer 2006 

Teaming With Share Our Strength to End Childhood Hunger 

Editorial Board 

Paul Athanas, Anthony’s Pier 4 

Cara Clinton, PR Liaison, Kellen Communications 

Deborah Collins, Executive Director, DiRo - NA 

Holly Koenig, Senior Management Liaison, DiRo - NA 

June Price, Creative Director, Kellen Creative 

Julie Shamrock, Managing Editor, DiRo - NA 

Tim Creehan, Beach Walk 

Anthony’s Pier 4 in 

Log Haven Restaurant 

Boston, MA 

in Salt Lake City, UT 

Barbetta in New York, NY Magnolias in Charleston, SC 

Bartolotta Ristorante di Mare Michael’s On East in 

at Wynn in Las Vegas, NV Sarasota, FL 

Beach Walk in Destin, FL Mr. Stox Restaurant 

Beverly’s at The Coeur 

in Anaheim, CA 

d’Alene Resort in 

Nikolai’s Roof in Atlanta, GA 

Coeur d’Alene, ID 

Old Hickory Traditional 

Bistro Le Cep in 

Steakhouse in Nashville, TN 

Houston, TX 

Ringside Steakhouse 

Criolla’s Restaurant in 

(Downtown & Glendoveer) 

Santa Rosa Beach, FL 

in Portland, OR 

Cypress Lowcountry Grille Tantra in Miami Beach, FL 

in Charleston, SC 

The Balboa Bay Club & Resort 

DiSalvo’s Station Restaurant Resort in Newport Beach, CA 

in Latrobe, PA 

The Grill in Los Angeles, CA 

Five Crowns Restaurant 

in Corona del Mar, CA 

The Grove Park Inn Resort and 

Spa in Asheville, NC 

Friends Lake Inn 

in Chestertown, NY 

The Inn at Sawmill Farm 

in West Dover, VT 

Gramercy Tavern, New York, NY 

Jean-Georges, New York, NY 

Le Bernardin, New York, NY thanks 

Gallagher’s Steak House 

The Manor in West Orange, NJ 

in New York, NY 

The Mountain Tavern & Grille 

Jackson’s Steakhouse in 

in Banner Elk, NC 

Fort Lauderdale, FL 

Tommy Toy’s Cuisine 

La Cava in Mexico in Mexico City 

Chinoise in San Francisco, CA 

DiRo - NA’s 16th 

Annual Gala and 

Educational Conference* 

Atlanta, GA 

October 22-24 

International Hotel/Motel 

and Restaurant Show 

New York, NY 

November 12-14 

DiRo - NA’s panels: 

November 12, 10:00 a.m. – 11:00 a.m. 

November 13, 10:00 a.m. – 11:00 a.m.

ANNUAL EDUCATIONAL CONFERENCE DiRo-NA'S

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